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What distinguishes inbound from outbound marketing?

Inbound and outbound marketing are by definition antagonistic. But sometimes, they can still prove to be complementary because they do not quite fulfill the same digital objectives and call on different marketing actions.



What is inbound marketing?

The objective of inbound marketing is to bring targets to the brand and not the other way around. We're talking about "pull": a method that allows you to generate qualitative traffic thanks in particular to a content strategy. The principle of inbound marketing is therefore to rely on the needs of the prospect or “persona”, to generate visits and qualified commercial contacts (called leads), all through different channels. Potential customers and possible influencers will provide information to the advertiser through their purchasing journey. It’s a guarantee that he knows how to exploit them through his marketing practices.


The notion of inbound marketing can be used in both B2B and B2C. Depending on the cases and sectors of activity, the strategic content used may be of a different nature. This digital marketing strategy really stands out as the trend of the moment, particularly because "78% of French people say that online advertising is a nuisance when they browse the Internet", according to a study by L'ADN Tendances ( https ://www.ladn.eu/nouveaux-usages/etude-marketing/les-francais-et-la-pub-en-ligne/ ).


What results do we obtain with an inbound marketing strategy?

Companies are attracted to inbound marketing to increase their traffic and the number of leads, but above all to optimize their conversion rate of “prospect contacts” into customers. After a certain time, this technique will make it possible to generate more and more visitors and thus increase the company's turnover.


But to succeed in your strategy, you must first define your objectives, which can vary depending on the needs of the company. The results obtained thanks to an inbound marketing strategy are as follows: development of site traffic, increase in the number of visitors each month, increase in the number of leads and turnover, improvement of the brand image, better customer loyalty. customer base, gain of new customers and notoriety. To do this, you must know how to support your qualified target throughout the purchasing process.


What is outbound marketing?

As its name suggests, outbound marketing consists of reaching out to the consumer through commercial actions. The brand enters into a relationship with its potential target without the latter having wanted it. In this case, we are talking about “push marketing”: a technique considered more invasive than inbound.


Outbound marketing therefore brings together a large number of actions and continues to represent a significant part of web marketing. Like inbound, it exists in the digital world, particularly through advertising banners on websites. This method retains the advantage of rapid implementation, while reaching a large target audience. Outbound marketing allows the brand to be present on the Web as well as in the physical world and therefore to maintain its notoriety. This strategy can therefore be part of a marketing plan or represent a digital marketing strategy as such.


What results do we obtain with an outbound marketing strategy?

An online advertisement, like an advertising banner, allows the Internet user to directly access the product by clicking on the visual. He is then redirected to a “landing page” which allows him to purchase the product in question or access the service. If the Internet user is interested or curious, he will click and potentially buy. The principle is the same with the more traditional purchase of space or even sponsored links, as we often see included on social media feeds.


The performance of an outbound campaign, unlike an inbound marketing campaign , is therefore measured by the number of clicks. Beyond encouraging people to make a purchase and creating a new need for the consumer, outbound marketing makes it possible to raise awareness or increase the notoriety of a company. To do this, it relies on natural referencing on search engines. Purchasing online or physical space does not, however, create a link between the customer and the brand: which remains one of the major advantages of inbound marketing which converts customers into leads.


How much does an outbound marketing strategy cost?

We calculate the cost of Web banner advertising with the “CPM”: the cost per thousand impressions. Each time the banner is displayed on the screen, an impression is counted. The CPM model should be differentiated from CPC (cost per click) which is used for example by Google AdWords. With CPC, the advertiser is only billed if the Internet user clicks on the commercial link.


Obviously, the CPM varies depending on the size of the banner and its location. And there's everything: we find CPMs at 50 cents (for 1,000 impressions) as well as much higher rates for highly visited sites. In addition to this cost per thousand, it is sometimes necessary to add agency or implementation costs, such as for sending advertising SMS messages, for example. The marketing budget can therefore vary completely. Before making a marketing investment, you should therefore not hesitate to compare while keeping in mind that all marketing actions must be considered in the long term.


What is the difference between the two strategies?

Beyond the method, it is also the form that varies between inbound and outbound marketing. The first works by leads; that is to say via the creation of diverse and varied content (such as emails or white papers for example) which attract the reader, potential buyer, when the other opts more for more aggressive techniques such as sending promotional messages and advertising. Both techniques therefore make it possible to attract new targets.


But when one proposes, the other imposes. Inbound marketing also helps build greater loyalty than with any other method, particularly through customer relations. Implementing this personalized strategy can prove useful to achieve your objectives, whether in B2B or B2C. The real advantage of inbound marketing is therefore to attract the Internet user into a sort of funnel animated by a relevant editorial line which will encourage them to consume. The strong added value of this method also lies in attracting visitors to a website.


So, if the two strategies seem antagonistic, they can sometimes prove to be complementary in the canvassing of customers ( https://www.webconversion.fr/inbound-outbound-marketing/ ) and in the digitalization process of a company. According to a study carried out in 2016 by the ComExplorer agency ( https://blog.comexplorer.com/outbound-marketing ), inbound marketing still generates 54% more leads than outbound marketing. Seven out of ten businesses that use inbound marketing also report seeing a noticeable increase in site traffic within seven months. User experience and digital presence segmentation make all the difference.



 

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